How adding a premium to the instant donation page impacts donor conversion
Boys Town
Experiment Summary
Ended On: 10/08/2018
Boys Town offers an email series target at grandparents. They promote this offer through paid Facebook ads. The offer was acquiring new names at a great cost, but it wasn’t converting donors very well on the instant donation page. In an effort to increase donor conversion on this page, they proposed adding a premium offer to the page for any donation $25 or more. The premium was a child’s book that a grandparent could give to their grandchild. They tested this addition of a premium offer on the instant donation page against the donation page that didn’t offer one.
Research Question
Would a premium impact donor conversion on the instant donation page?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No premium | 0.17% | ||
| T1: | Premium | 0.45% | 169.3% | 96.5% |
This experiment has a required sample size of 2,880 in order to be valid. Since the experiment had a total sample size of 6,872, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 169.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
The addition of the premium offer on the donation page increased donor conversion by 169%. We had tested this same approach with another eBook offer, but didn’t see the same results. The key differentiating factor is the audience. The audience for this eBook is older and more likely to give. The age of the audience is more in line with who a Boys Town donor is. The premium offer really resonated with this audience. Grandparents love to give their grandkids gifts so the appeal was high causing donor motivation to increase and result in more donations for the treatment.